I don't think 'selling stuff with a margin' was ever their business model. In almost every aspect of their business they act as a platform (platform to sell things to consumers, host photos/ music/ etc, watch/ listen/ subscribe to content, AWS). I feel like Prime's goal is to encourage customers to stay within the Amazon ecosystem and although its a revenue stream, it doesn't necessarily mean that 'monetization is now tied to walking the fine line between positive experience and pissing people off'.